ECommerce: Electronic Marketing and the Internet for Dot.com and BrickandMortar Marketers - PowerPoint PPT Presentation

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ECommerce: Electronic Marketing and the Internet for Dot.com and BrickandMortar Marketers

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Define e-commerce and give examples of each function of the Internet. ... Promoting its online sportswear electronic storefront ... – PowerPoint PPT presentation

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Title: ECommerce: Electronic Marketing and the Internet for Dot.com and BrickandMortar Marketers


1
Chapter 4
  • E-Commerce Electronic Marketing and the Internet
    for Dot.com and Brick-and-Mortar Marketers

2
Chapter Objectives
  • Define e-commerce and give examples of each
    function of the Internet.
  • Describe how marketers use the Internet to
    achieve their firms objectives.
  • Explain how online marketing benefits
    organizations, marketers, and consumers.
  • Explain how marketers use interactive tools as
    part of their online marketing strategies.
  • Discuss how an effective Web site can enhance
    customer relationships.
  • Describe how to measure the effectiveness of
    online marketing efforts.

3
What is Electronic Commerce?
  • Electronic commerce (e-commerce) is targeting
    customers by collecting and analyzing business
    information, conducting customer transactions,
    and maintaining online relationships with
    customers by means of telecommunications
    networks.
  • Electronic marketing (E-marketing) is the
    strategic process of creating, distributing,
    promoting, and pricing goods and services to a
    target market over the Internet or through
    digital tools.
  • Digital tools include Fax machines, Computer
    modems, Telephones, CD-ROMs.

4
  • Mondera.com
  • An online retailer targets buyers of fine jewelry

5
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6
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7
BabyGapTraditional store outlets and the Internet
8
  • The Internet
  • A global collection of computer networks linked
    together to exchange data and information
  • Over 173 million U.S. users
  • Intranets
  • Internal organizational networks that allow those
    within an organization to communicate with each
    other and gain access to organizational
    information
  • Extranets
  • Organizational networks that allow communication
    between an organization and selected users
    outside the firm

9
The World Wide Web -- A Typical Day on the Web
10
E-Commerce and the Economy
  • The fuel of the 21st century
  • Changing the world
  • A new universe
  • Business-to-Business Online Marketing
  • Involves professional buyers and sellers
  • Requires less glitz and glamour
  • Much more money involved than business-to-consumer
    online marketing

11
  • Benefits of Business-to-Business Online Marketing
  • Finding new markets and customers
  • Cost savings in every area of the marketing mix
  • Time reduced in reaching markets

12
  • Roadway Express
  • An example of an advertisement explaining
    Business-to-Business use of the Web

13
  • Online Consumer Marketing
  • Lower Prices
  • Bots (short for robots) programs that check
    hundreds of sites, gather and assemble
    information, and bring it back to the sender
  • Convenience
  • Worldwide access, Day or night, Customized
    products and information
  • Personalization
  • Improves the quality of the shopping experience
  • Improves customer satisfaction

14
Lands End Tailoring Products for Online
Consumers
15
Determinants of Online Purchasing Behavior
16
  • Benefits of Online Consumer Marketing
  • Relationship Building
  • Crucial to success
  • Onlines personalization helps
  • Easier for small businesses with small budgets
  • Customer service is the key
  • Increased Efficiency
  • Greater profit margins
  • Educating customers online frees salespeople from
    answering routine questions

17
  • Cost Reductions
  • Reduced start-up costs
  • Reduced operating costs
  • Frees funds for new marketing efforts
  • A More Level Playing Field
  • Even small firms with small budgets can compete
    in the global marketplace
  • Helps eliminate discrimination and allow minority
    businesses to succeed on their own merits

18
Who Are the Online Buyer and Sellers?
  • Online buyers
  • Annual household income of 30K-75K
  • Live in urban areas
  • 75 of employed people use the Internet at work
    87 of college students
  • The next generation of online shoppers will be
    more representative of middle-class America
  • Online sellers
  • At first, offered familiar products like books
    and computer hardware
  • Now offering a wider variety of goods including
    toys, groceries, and prescription drugs

19
Creating an Effective Web Presence
20
  • Building an Effective Web Site
  • Establish a Mission for the companys site
  • Identify the purpose of the site
  • Satisfy customer needs and wants through a clear
    site design
  • Managing a Web Site
  • Update the site frequently
  • Flag new merchandise and services
  • Ensure that site appears to be current
  • Update software as needed
  • Track costs and revenues

21
  • Boo.com
  • Promoting its online sportswear electronic
    storefront
  • An example of a website which had much fanfare
    but failed. They no longer exist. Must measure
    effectiveness
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